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Posted in Updates on November 18th, 2009 by FITTED

Releasing this Saturday, November 21st.


With Christmas rapidly approaching us around the corner, we’ve shifted our seasonal focus on just that: the winter season, while keeping the Hawaiiana culture intact. And while many upstarts and well established companies are clearly out there exploiting Hawaiian culture, traditions and customs just to make a quick buck, we’re sitting back and shaking our heads. Without knowing, at first glance, it would look as if we’re doing the same; but if one looks further, you would realize that we’re educating as opposed to exploitation. “The proof is in the poi.” But you already knew that.










Turning our attention to this new pack, dubbed “Pair-a-dice” (a play on the words “a pair of dice” and “paradise”). The pack consists of a crewneck sweater and our first ever private label cap. The crewneck is an ode to the idiom “wearing your heart on your sleeve.” Roughly translated, it means to express your emotions openly and freely; keep it 100%. The crewneck (heather gray) features patches similar to what you’d see on letterman jackets, only these patches harmonize the texture and quality of Hawai’i. The back features the Pride H surrounded by shark’s teeth along with the names of the eight islands that make up Hawai’i. On the front left side is another Pride H patch along with “04 – 09” (2004 – 2009. And beyond). The right features a “pair of dice” patch with a black crown and crossed-swords below it, and “116” at the bottom. The right sleeve sees “Paradise” printed in white, while the left sleeve sees the Hawaiian flag along with a few other recognizable pieces we’ve included in past designs.

Moving along to our first ever private label hat: The entire upper is made of 100% wool, the same type of fabric used on high-end tailored suits (navy blue with white pinstripes), a red bill (underbill as well) and topped off with a red button. The front features a white raised-stitch of ASD , left sees a white crown, back Fitted crest and right side sees the 1438 diamond.

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